Beyoncé launches Cécred hair care collection
After much anticipation, Beyoncé has launched her buzzed-about hair care line, Cécred.
The collection, which consists of products with fortifying protein, patent-pending technology and fermentation, aims to help hair strength, moisture and shine.
Inspired by hair rituals from global cultures, the brand’s Foundation collection includes eight products featuring butters, oils, honey and rice water ingredients that work to help nourish strands.
“The journey of creating Cécred has taken years, and I'm so proud to finally reveal what we've been working on,” said Cécred founder and chairwoman Beyoncé Knowles-Carter. “As a Black founder, it was important to me to concentrate on where I saw the greatest need for healthy haircare and to place scientific innovation and product performance above all else. We started by prioritizing the needs of textured hair like mine, along with other types and textures that need more moisture and strength. My entire life and career, I’ve worn my hair in so many different ways: natural, flat-ironed, braids, colored, weaves, wigs. I want everyone to have the freedom to express their hair in ways that make them feel good, so I began by creating the essentials for hair and scalp health. My vision is to be an inclusive force of excellence in the haircare industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides.”
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Cécred wants to transform hair care with its Bioactive Keratin Ferment, a patent-pending technology made from wool-derived keratin, honey and lactobacillus ferment. It is enhanced by the process of fermentation and the keratin proteins are small enough to penetrate to cortex of each strand to match and replace depleted proteins, resulting in strands that are repaired, the company said.
“In my own experience serving clients, I loved witnessing the joy they felt watching their hair grow healthier, shinier, and more vibrant,” says Knowles. “I have personally witnessed how these products have stopped breakage in its tracks. I’ve seen the transformations from using these products on all different hair types and textures and the results have been amazing.”
Products part of the brand’s Foundation collection include:
- Clarifying Shampoo and Scalp Scrub: Made with a balance of exfoliants, fermented purple willow bark and tea tree oil, it works to help remove residue from the hair and scalp for a deep clean;
- Hydrating Shampoo: A hyaluronic-acid-infused shampoo that works to hydrate strands and leave hair nourished, manageable and strong;
- Moisturizing Deep Conditioner: Featuring a formula that is infused with an African oil blend and shea butter, it moisturizes, softens and help improve the manageability of hair;
- Reconstructing Treatment Mask: Powered by the brand’s Bioactive Keratin Ferment, the treatment aims to help reduce damage, increase hair strength and improve shine;
- Fermented Rice & Rose Protein Ritual: A water-activated hair rinse treatment;
- Moisture Sealing Lotion: A multitasking product that works to seal, smooth and style strands with a light hold;
- Nourishing Hair Oil: Made with a blend of 13 oils and plant-based extracts, it works to help seal in moisture and add a soft shine without silicone; and
- Ritual Shaking Vessel: Made to be mixed with Fermented Rice & Rose Powder, it is a hair rinse treatment.
“It’s a once-in-a-lifetime experience to work with a founder of Beyoncé’s global reach and raw talent to change the narrative in haircare,” said Cécred CEO Grace Ray. “It’s gratifying to help build an inclusive brand that has benefits for a wide range of hair types and textures. Cécred is a union of visual storytelling, education, and performance, and we are uniquely positioned to service consumers with a prestige, science-validated experience that dispels outdated norms in the haircare industry. I'm honored to join the other brands working to change conversations around haircare.”
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Cécred’s formula are infused with a signature Temple Oud fragrance, are cruelty-free and formulated under strict global guidelines for ingredient safety, the brand said.
Shoppers can purchase the Foundation collection online at cecred.com.
